Success or failure of a direct-mail campaign is based on several components. First, you must have a fresh, well-targeted database of potential customers to match your ideal message. If you are not sending the right message to the right people, you could be wasting your marketing dollars.
The second component of an effective campaign is to use a letter with a message that has been tested in real campaigns with real consumers. Your message must be relevant, clear, and concise. However, creating a targeted message can be tricky. The key is to make an intellectual and responsive connection with your potential customers. Both are important, but the responsive connection will make them pick up the phone to call.
Which leads us to another benefit of direct mail, your prospects call you. That means they call you when a good time to talk works for them. No more awkward cold-calling or ineffective live transfers or internet leads that many of your competitors may or may not have already received. Your potential client is reaching out to you for more information because your message was effective and made them want to know more when it is convenient for them. This is a compelling component of direct-mail marketing.
Another benefit of direct mail, your prospects call you…
The last major advantage of direct marketing, compared to other sources, is the scalability. No other channel can compare to an effectively scaled campaign. As your revenues grow, you can continue to scale your volumes to match your needs. This will allow you to target different data types and different geographies as your business continues to grow.